From Corporate America to 7 Figure Window Treatment Business: The Story of Vita Vygovska
Image courtesy of Vitalia Inc.
We recently had the honor of interviewing one of our WCAA members and industry leaders, Vita Vygovska. Her story is inspiring on multiple fronts - immigrating from Ukraine to the United States at age 15, starting her business from nothing and enduring a devastating workroom fire, to rebuilding and scaling.
Vita is the founder of Vitalia Inc., a successful, to-the-trade window treatment workroom out of Pennsylvania. Vitalia Inc. is a nationally recognized authority on quality window treatments and soft furnishings, providing excellence to high-end design and architecture firms, contributing to the industry, and doing charitable work.
Image courtesy of Vitalia Inc.
Get to Know Vita
Hey Vita! Let’s start with the basics. What geographic areas do you service?
We serve interior designers in the Philadelphia tri-state area (Pennsylvania, New Jersey, and Delaware) and beyond.
What is your specialty?
Custom window treatments, upholstery, and soft goods. We are an all-inclusive fabrication, measurement, installation, and project management company. We try to position ourselves as a one-stop shop, a go-to resource, VIP style, white glove, concierge-level service exclusively for luxury interior designers ready to fly first class in the world of custom window treatments.
Did you grow up knowing about this as a career choice?
Not at all! My first curtains were from a bag and I thought it’s as nice as they get. While working my corporate marketing job, I learned about this industry as part of due diligence to find a small business I could run as an entrepreneur. I was looking for an opportunity that was profitable enough to replace a marketing director’s income and enjoyable enough to like what I did. Looking back, I think I got very lucky that I stumbled upon this great niche industry.
Image courtesy of Vitalia Inc.
The Ups and Downs of Running a Workroom
What is the most enjoyable part of your work?
I find joy in a lot of facets of my work. I have a great team that is incredibly hardworking and supportive, without them, I wouldn’t be able to do what I do. I truly love networking and marketing. The designers we work with are so talented, and I love being a part of their design projects. I love the business part of things, like financials, forecasting, planning, and figuring out systems & processes. It’s usually the least favorite part of anyone I talk to, but it’s what drives me. I also have a passion for education, and I provide numerous resources for interior designers and window treatment professionals on my website.
What is difficult about your career?
The past years in the pandemic certainly were challenging as far as supply chain issues and increased demands for service. It was a wonderful problem to have, but it was still a problem that needed to be solved (as my former student Julie Murphy of Boston Draperies would say). When our business almost doubled from one year to the next, while supply of goods was limited, it really tested your systems, work ethic, and communication skills.
Internally, we have learned several important lessons around managing expectations for our clients. For example, we have had numerous projects in which the client and designer selected unstable fabrics which were challenging to work with – even more so when the drapery panels were for two-story windows! We’ve learned to be firmer with our clients regarding them acknowledging the risks involved with choosing these fabrics for their projects.
How has this career changed your life for the better?
The early years were challenging and involved many long nights and weekends. I eventually reached a point where I knew I had to scale up or scale down to truly enjoy the freedoms I always imagined.
In 2018, I committed to establishing systems and processes, as well as to using Airtable, a cloud-based project management tool which I customized for our window treatment industry, so that the business operations were more streamlined and efficient. This also allowed me to hire staff and make the same income while working fewer hours. Now I can take vacations, devote time to my passions (I am an avid ballroom dancer) and spend more time with family.
Education and Training for Successful Workroom Businesses
What training or education, if any, did you have prior to starting this career?
My educational and professional background, prior to making the decision to start a window treatment company, was in marketing and merchandising. I was the Marketing Director at Lenox China for ten years. In 2006, I left the corporate world in pursuit of happiness and achievement as an entrepreneur.
What ongoing education, if any, are you pursuing to further your career?
I am an avid learner and lifelong student, and I am always looking for ways to learn something new and stay current. I frequently attend conferences like the IWCE, invest in masterminds and coaching, and seek relevant courses that will help me be a better leader. I look to industry leaders for inspiration and new ideas, including LuAnn's A Well-Designed Business podcast and events hosted by the WCAA.
Marketing Tips from an Experienced Workroom Owner
Image courtesy of Vitalia Inc.
During our interview, Vita highlighted three specific marketing activities that have directly grown her business:
In person networking - Vita noted this tactic is the most influential over the growth of her business. Fellow home industry professionals, take note! The “old fashioned” marketing tactics are still the strongest and most effective.
Email newsletters - Due to the personal nature of this marketing tactic, her consistent email marketing strategy has grown her business and aligns with the “old fashioned” marketing tactics that we shared in a previous WCAA article here.
Instagram - her team uses this platform a few times a week to share photos of their work and to share the work of the interior designers they specialize in helping; this tactic helps Vitalia Inc. further develop their existing relationships with interior designers.
Where do you get the majority of your projects and clients?
I worked really hard to build a name for myself and have always believed in the power of in-person networking. With my background and experience in marketing, I know the importance of making connections.
Many of my clients are those I have connected with at industry events, referrals from past clients, and those that discovered me through podcast episodes on A Well-Designed Business with LuAnn Nigara and other digital marketing efforts, like Instagram and email newsletters.
How has the WCAA helped shape or improve your career?
The WCAA has provided valuable educational and networking opportunities that have made a positive impact on my business. I am so grateful for the amazing people I have met and the friendships I have developed.
How can interior designers or other workroom owners contact you?
Website: www.vitaliainc.com
Instagram: @vitalia_inc
Connect and Learn with Vita
Image courtesy of Vitalia Inc.
Vita offers an exclusive VIP Experience to high-achieving and driven window treatment pros who are ready to scale their business but want to avoid trial and error. This VIP Experience is an in-person, private two-day strategy session to get more organized, systems-driven, profitable, and clear on the path forward.
You can also catch Vita’s weekly appearance on LuAnn Nigara’s new podcast Window Treatments For Profit. “Vita’s Tip in 10” segment airs every Thursday and delivers 10 minute tips and inspiration that you can use in your business.